MetricWorks launches Polaris incremental measurement to rescue mobile ads

When iOS 14 arrives soon, it will drop mobile game and app advertisers into the darkness. The loss of the data associated with the Identifier for Advertisers (IDFA) could cripple targeted advertising, as Apple moves to elevate user privacy on its mobile devices.

And when the lights go dark, MetricWorks hopes to have a flashlight that restores marketing visibility to mobile gaming and app advertisers in a way that complies with Apple’s privacy requirements. Singular recently reported that 68.5% of users say they will opt-out of IDFA targeting in a recent poll. And with Apple’s new rules, granular “last touch” measurement, which tries to measure the last thing that causes people to take an action in a game or app, will no longer be viable.